IDEAS home Printed from https://ideas.repec.org/a/ijb/journl/v12y2013i2p121-130.html
   My bibliography  Save this article

Making Sense of Complex Marketing Decision Systems: Decision System Analysis

Author

Listed:
  • Roger Marshall

    (Marketing Advertising Retail and Sales Department, Auckland University of Technology, New Zealand)

  • David Bibby

    (Auckland University of Technology, New Zealand)

  • Na WoonBong

    (KyungHee University, South Korea)

Abstract

Decision system analysis (DSA) is a conceptually simple technique that maps the process of group decisions over time. The data are gathered in a variety of ways, but most often some form of protocol analysis is the foremost tool. The data are then condensed and depicted as a flow chart for a specific decision. If several such flow charts can be assembled within an industry, they can be melded together to form a generic guide that is very useful to practitioners and very interesting to theorists. Here, a brief history of the development of the technique leads to a description of the process. This is followed by a comparison to cognitive mapping, a similar technique applied to mapping thought processes rather than physical processes, and an illustrative longitudinal example of DSA.

Suggested Citation

  • Roger Marshall & David Bibby & Na WoonBong, 2013. "Making Sense of Complex Marketing Decision Systems: Decision System Analysis," International Journal of Business and Economics, College of Business and College of Finance, Feng Chia University, Taichung, Taiwan, vol. 12(2), pages 121-130, December.
  • Handle: RePEc:ijb:journl:v:12:y:2013:i:2:p:121-130
    as

    Download full text from publisher

    File URL: http://www.ijbe.org/table%20of%20content/pdf/vol12-2/vol12-2-03.pdf
    Download Restriction: no

    File URL: http://www.ijbe.org/table%20of%20content/abstract/vol.12/No.2/03.htm
    Download Restriction: no

    References listed on IDEAS

    as
    1. Durif, Fabien & Geay, Bénédicte & Graf, Raoul, 2013. "Do key account managers focus too much on commercial performance? A cognitive mapping application," Journal of Business Research, Elsevier, vol. 66(9), pages 1559-1567.
    2. Martin, Drew & Isozaki, Mark, 2013. "Hotel marketing strategies in turbulent times: Path analysis of strategic decisions," Journal of Business Research, Elsevier, vol. 66(9), pages 1544-1549.
    3. Pamela S. Barr, 1997. "Seeing isn't Believing: Understanding Diversity in the Timing of Strategic Response," Journal of Management Studies, Wiley Blackwell, vol. 34(3), pages 337-370, May.
    4. Armstrong, J. Scott & Brodie, Roderick J., 1994. "Effects of portfolio planning methods on decision making: experimental results," MPRA Paper 81684, University Library of Munich, Germany.
    5. Bettman, James R & Park, C Whan, 1980. " Effects of Prior Knowledge and Experience and Phase of the Choice Process on Consumer Decision Processes: A Protocol Analysis," Journal of Consumer Research, Oxford University Press, vol. 7(3), pages 234-248, December.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Maureen Benson-Rea & Christina Stringer, 2015. "Small Firm Specialisation in Global Value Chains: Evidence from the Cut Flower Industry," International Journal of Business and Economics, College of Business and College of Finance, Feng Chia University, Taichung, Taiwan, vol. 14(1), pages 43-62, June.

    More about this item

    Keywords

    decision system analysis; protocols; decision maps; business decisions;

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ijb:journl:v:12:y:2013:i:2:p:121-130. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Yi-Ju Su). General contact details of provider: http://edirc.repec.org/data/cbfcutw.html .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.